Last February, Décathlon launched its new brand dedicated 100% to padel : KUIKMA.

A risky strategy when you know the power of Artengo in the middle of padel. But a strategy assumed by the French brand which wanted to have a brand dedicated to padel and only with the ambition to offer snowshoes of padel quality.

With a technical and communication team around the padel, Décathlon bet big because it took the risk of upsetting the Artengo brand, which until then offered snowshoes of padel.

The least we can say is that the start was successful. Snowshoes are very popular and there are even stockouts in some French stores. This is the success of the launch of the brand.

Decathlon already offers more than 40 own brands, but with KUIKMA, it is only the second brand in the field of racket sports. Artengo will no longer offer rackets from padel.

In 2018, according to the Spanish site PALCO23, there would have been 124.000 rackets padel sold in Spain and 171.000 Artengo rackets worldwide. Decathlon therefore bet on the padel by offering it its own brand.

Décathlon is clearly diversifying by creating brands dedicated to very specific sports sectors. This is the case with KUIKMA, but we also had Tarmal, Allsix and finally Atork in the field of team sports. All these products were previously found under the well-known Kipsta brand.

KUIKMA is therefore not an isolated phenomenon and its success is not a coincidence.

Franck Binisti

Franck Binisti discovers the padel at the Club des Pyramides in 2009 in the Paris region. Since padel is part of his life. You often see him touring France going to cover the major events of padel French.

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